Eat This, Not That Coming Soon to Teevee

Reveille announced today it has partnered with Rodale Inc. to develop and produce an unscripted television program based on Eat This, Not That!, the bestselling book series created by Men’s Health Editor-in-Chief David Zinczenko and Food and Nutrition Editor Matt Goulding.
Eat This, Not That! was inspired by the popular Men’s Health magazine column and presents a no-diet weight-loss solution that allows consumers to eat their favorite foods and still lose weight. The unscripted show will expand on the easy-to-use format of the book, which provides thousands of simple food swaps that will save unwanted calories at any restaurant, drive-thru, supermarket or kitchen.

The rest of the press release is after the break.

The original Eat This, Not That! book debuted as a runaway bestseller in 2008, and has sold more than one million copies to date. The second and third book in the series — Eat This, Not That! For Kids (September 2008)and Eat This, Not That! Supermarket Survival Guide (January 2009) — also debuted with instant success and have brought the franchise to more than
3.5 million copies in print. The popular book series also has a premium content website, www.eatthis.com , and a self-titled blog on Yahoo! penned by Zinczenko. The book series has positioned its authors as the premiere consumer advocates in the nutritional landscape, and their impact is undeniable. In the last year, fully half of the foods identifiedas “The 20 Unhealthiest Foods in America” have been completely discontinued or
substantially improved.
“Eat This, Not That! is a publishing phenomenon and demonstrates Reveille’s desire to work with the best in class intellectual property to create distinctive, entertaining, but also enlightening programming that gives the audience great information and service they can use,” said Mark Koops, Managing Director at Reveille. “Over the past four years, Rodale has been a great content and marketing partner, leveraging the power of Prevention magazine as well as the Rodale database to support ‘The Biggest Loser.’ We look forward to developing an expanded platform for Eat This, Not That!”
“With Eat This, Not That!, David Zinczenko and the Men’s Health team created a brilliantly simple, powerful tool in the pages of Men’s Health magazine and translated it into a series of bestselling books,” said Rodale President and CEO Steven Pleshette Murphy. “With its talent for creating engaging, smart, and entertaining programming, Reveille shares Zinczenko’s unique ability to connect deeply with consumers, and I can think of no better partner to bring Eat This, Not That! to life.”
Zinczenko is the author of New York Times bestsellers The Abs Diet and The Abs Diet for Women and is one of the nation’s leading experts on health and fitness. Zinczenko and Koops will serve as executive producers of the new program, while Goulding will serve as a producer.
Reveille and Rodale have partnered for six seasons of “The Biggest Loser,” which has featured integrations with Prevention magazine Editor-in-Chief Liz Vaccariello. Rodale also publishes “The Biggest Loser” books, six of which have hit The New York Times bestseller list. Reveille, Rodale, and NBC are also partners on BiggestLoserClub.com, the online, subscription-based extensionof the show, which boasts tens of thousands of members.
About Reveille
Reveille is a leading independent television studio with a major presence in scripted and unscripted television and digital entertainment, and a world leader in creating integrated marketing opportunities for advertisers. Reveille’s scripted entertainment programming includes The Office and Kath and Kim (NBC), Ugly Betty (ABC) and The Tudors (Showtime). The company’s roster of highly successful reality programming includes The Biggest Loser, American Gladiators and Nashville Star (NBC), 30 Days (FX), Parental Control